When clean meets clever
Global floorcare pioneer BISSELL has officially launched in South Africa through a new partnership with Legend Housewares. With a legacy spanning nearly 150 years, BISSELL’s arrival brings its trusted, high-performance vacuum and cleaning solutions to South African homes – combining global expertise with local understanding.
Unlike generalist brands, BISSELL focuses solely on vacuum and cleaning technologies, perfecting the craft through generations of innovation, its presence now extending across North America, Europe, the Middle East and Africa, Turkey, India, and Australia – a testament to its reputation as a true specialist in clean living.
‘At BISSELL, we uphold a promise to our consumers,’ said Faten Al Baltaji, General Manager, BISSELL META, at the Johannesburg launch in October 2025. ‘We are vacuum specialists – we only do vacuum cleaners. Partnering with Legend Housewares, a company that shares our values and professionalism, enables us to build a long-term presence in South Africa. From our beginnings as a small crockery shop in Michigan to becoming the number one floorcare brand in the USA and Saudi Arabia, BISSELL continues to stand apart through innovation and deep expertise.’
The collaboration with Legend Housewares follows extensive research into local consumer needs and retail trends. Known for its professionalism and strong family-business ethos, Legend Housewares was the natural partner to represent BISSELL in South Africa.
‘My hope for South Africa is simple,’ added Al Baltaji. ‘That one day, instead of saying “I need to vacuum,” consumers will say “I need to BISSELL my floor and couch.” That’s the kind of everyday connection and brand love we aspire to create. Together, BISSELL and Legend Housewares will bring innovative, high-quality cleaning solutions to South African households.’
Shaun MacPhail, Managing Director of Legend Housewares, shared the same excitement. ‘We’re proud to collaborate with BISSELL to bring its world-class cleaning technology to South Africa. Our experience in the local market positions us to translate BISSELL’s global excellence into regional success. South Africans are discerning, tech-savvy consumers who value innovation and quality – and together, we can meet and exceed those expectations.’
BISSELL’s story began in 1876 when Melville and Anna Bissell created the world’s first carpet sweeper. Following Melville’s passing, Anna became the first female CEO in the United States – setting a precedent for leadership and resilience that continues to define the brand today.
Now led by Mark Bissell, the fourth generation of family management, the company remains dedicated to solving real-world cleaning challenges through smart technology and thoughtful design. Its hero products include:
CrossWave™ – a multi-surface cleaner that vacuums, washes, and dries at the same time, replacing traditional mops and buckets.
SpotClean™ – a compact, powerful cleaner designed for stubborn stains and pet messes, earning praise as a ‘miracle’ product.
Upright Carpet Cleaners – already representing over 35% of BISSELL’s South African business, these machines meet the strong local demand for deep carpet care.
Every BISSELL product is also pet proven, tested to handle the real-life challenges of homes with pets.
For BISSELL and Legend Housewares, this partnership is about more than just cleaning tools – it’s about creating cleaner, healthier, and happier homes for South Africans.
‘This is about more than products,’ said MacPhail. ‘It’s about offering South Africans greater choice and smarter solutions for everyday living.’
